The Road Trip brand was designed by Keith Stephenson, of Absolute Zero Degrees, for the company launch in August 2004.

At the heart of the Road Trip brand is Caroline's expertise and reputation and it was important that this was reflected in the identity design. At the same time Keith wanted to evoke something of Caroline's personality which sets her apart in an industry that he found to be surprisingly conservative.

With her arriving at meetings on a vintage Vespa Gran Turismo, there really was only one way of expressing her individual approach to her work.